THINX | Portfolio

— CALL IT BY ITS NAME

Most languages have at least 5 of their own nicknames and euphemisms for the word period to make it possible for women to inoffensively discuss menstruating in public.

In this campaign for feminist underwear brand THINX, we bring some of the most common international euphemisms to life in a photo series to illustrate how ridiculous it is to have so many version of the one thing we don't seem to mention by name.

Periods are a natural part of life, so we think talking about them should be too.

Time to call it by its name.

Period.